: This study deals with formlessness designs that indicate a variety of related shapes between the human body and clothes depending on the 2D shape of fabric rather than a cubic and clear shape of fabric proportional to the human body. There have been formlessness fashion designs since the 1980s; however, there has been no attempts to define the concept of formlessness fashion designs. This study focuses on how formlessness clothing was named for clothes with no specific shape due to recognizing the body as a flat surface as referred in various prior studies and how a formlessness design is expressed. This study reviews formlessness designs from the viewpoint of eastern concepts as well as from the viewpoint of ancient Greek clothes to understand how eastern and western designers approached formlessness designs. We also simultaneously utilize a literature research and a case study of actual work. The scope of the research focuses on the case of female clothing starting from the 1980s when the formlessness trend first appeared.
1)In this study, the image of the male body represented in fashion advertisement is analyzed based on discourses on the male body. Fashion brand advertisements, which emphasized the images of the male body, were selected from two magazines: GQ, a men's magazine, and VOGUE, a representative women's magazine. The published dates of the selected images were from Feb. 2010 to Oct. 2012, and these images were used for the analysis. The study results of the discourse on the male body appearing in fashion advertisement based on the discussion of changing masculinity suggests the following 4 features: i) macho, powerful and muscular male representing the hegemonic manhood; ii) refined and decorated male representing the wealthy and disengaged figure of a successful businessman; iii) androgynous male represented by the deconstruction of masculinity and femininity embedded in gender; iv) as an aesthetic object, the male with sex role of changed from a subject to an ornament, whose body becomes the object of voyeuristic view. This study tried to grasp the ideal and modern masculinity, and in particular, attempted to offer suggestions in different approaches to the male body image depending on the consumer type in order to enhance the brand image. This new masculinity is thought to be a foundation on which the advertisement and products suitable for the demands of future customers can be produced.
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